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Dutch Bros appoints Tana Davila as new Chief Marketing Officer

The Oregon-based coffee chain said Davila’s strong track record in foodservice brand marketing and strengthening customer connections will be key to its goal of reaching 4,000 shops by 2038

Davila will be responsible for branding, product promotion and the Dutch Rewards loyalty programme | Photo credit: Dutch Bros


Dutch Bros has appointed Tana Davila as its new Chief Marketing Officer, with responsibility for branding, product promotion and the Dutch Rewards loyalty programme. 

The Oregon-based drive-thru coffee chain said Davila’s ‘extensive knowledge’ and experience of managing marketing campaigns at scale will be key in Dutch Bros’ next phase of growth. 

Dutch Bros opened 45 new stores in its first quarter of 2023 to reach 716 US outlets, 438 of which are company operated. The coffee chain also posted 30% year-on-year revenue growth to $197.3m during the period. 

Davila’s experience in foodservice marketing includes serving as Chief Marketing Officer for Chinese restaurant chain P.F. Chang’s and CKE Restaurants, which operates the Carl’s Jr. and Hardee’s fast-food chains. 

“I’m coming to Dutch Bros as an avid customer and fan of the brand. I’m looking forward to helping Dutch Bros navigate its next phase of growth by tapping into the brand magic, unique culture, and products that make it a standout in the industry,” she said. 

Davila will report to Dutch Bros President Christine Barone and serve as a member of the coffee chain’s leadership team. 

“Tana is an accomplished marketer and has proven talent for elevating the efforts of exciting, established brands. Her strategic skills and ability to create customer connections will be key as we continue toward our target of 4,000 shops in the next 10-15 years,” said Barone. 

Dutch Bros forecasts it will open 150 net new stores in 2023. If successful, the drive-thru coffee chain will easily exceed its goal of reaching 800 stores by the end of 2023

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